Analysing the Moderating Effects of Generational Cohorts on Brand Loyalty in the Malaysian Footwear Industry

Lai Ruixia, Teo Siew Chein

Abstract


ABSTRACT

This study aims to determine if the factors affecting brand loyalty in the footwear industry are moderated by generational cohorts (Baby Boomers, Generation X, and Millennials). It also examines if product quality, product style, produce price, brand image, service quality, and store environment are antecedents to brand loyalty in the Malaysian footwear industry. Insights into brand loyalty in Malaysia’s footwear industry would help domestic brands gain customer loyalty and allow penetration into the global footwear market. Web-based, self-administrated survey questionnaires were distributed to 200 respondents. Several statistical analyses were performed using SPSS 22 software. The results indicate that four of the predetermined antecedents, product quality, product style, brand image, and store environment significantly influence brand loyalty in the Malaysian footwear industry. Malaysian footwear consumers from different age groups (generational cohorts) also revealed different purchasing patterns and buying behaviour.
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Keywords: Brand loyalty; footwear industry; generational cohort; Malaysia

ABSTRAK

Kajian ini meneliti sekiranya faktor yang mempengaruhi kesetiaan jenama dalam industri kasut boleh dipengaruhi oleh kohort generasi (Baby Boomers, Generasi X dan Milenium) sebagai moderator. Projek ini juga mengkaji jika kualiti produk, gaya produk, harga produk, imej jenama, kualiti perkhidmatan dan persekitaran kedai merupakan faktor yang mempengaruhi kesetiaan jenama dalam industri kasut Malaysia. Pemahaman tentang kesetiaan jenama dalam industri kasut Malaysia dapat membantu jenama domestik memperolehkan kesetiaan pelanggan dan membolehkan penembusan ke dalam pasaran kasut global. Borang soal selidik web yang diurus secara kendiri telah diedarkan kepada 200 orang responden. Analisis statistik telah dilakukan menggunakan perisian SPSS 22. Keputusan menunjukkan bahawa empat faktor, iaitu, kualiti produk, gaya produk, imej jenama dan persekitaran kedai ketara mempengaruhi kesetiaan jenama dalam industri kasut Malaysia. Kohort generasi juga bertindak sebagai moderator dengan mempengerauhi corak pembelian dan tabiat membeli pengguna kasut Malaysia.

Kata kunci: Kesetiaan terhadap jenama; industri kasut; kohort generasi; Malaysia


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